Research on Innovation: A Review and Agenda forMarketing Science

Abstract

I nnovation is one of the most important issues in business research today. It has been studied in many independent research traditions. Our understanding and study of innovation can benefit from an integrative review of these research traditions. In so doing, we identify 16 topics relevant to marketing science, which we classify under five research fields: • Consumer response to innovation, including attempts to measure consumer innovativeness, models of new product growth, and recent ideas on network externalities; • Organizations and innovation, which are increasingly important as product development becomes more complex and tools more effective but demanding; • Market entry strategies, which includes recent research on technology revolution, extensive marketing science research on strategies for entry, and issues of portfolio management; • Prescriptive techniques for product development processes, which have been transformed through global pressures, increasingly accurate customer input, Web-based communication for dispersed and global product design, and new tools for dealing with complexity over time and across product lines; • Defending against market entry and capturing the rewards of innovating, which includes extensive marketing science research on strategies of defense, managing through metrics, and rewards to entrants. For each topic, we summarize key concepts and highlight research challenges. For prescriptive research topics, we also review current thinking and applications. For descriptive topics, we review key findings.

Explorative versus exploitative alliances: evidence from the glass industry in China

“…He pointed out that only firms that sell products with a longer product cycle are willing to undertake product innovation in times of market uncertainty. However, Zhou, Yim, and Tse (2005) found that demand uncertainty has a positive effect on innovation, whereas Hauser, Tellis, and Griffin (2006) believed that in a market with high turbulence, where customers demand new products or upgrades, pressure is naturally put on product innovation rather than on process innovation. They posited that turbulence has a positive effect on innovation.…”

“…Moreover, although previous research has studied the effects of alliances on product innovation, little is known about how alliances affect product and process innovations (Hauser, Tellis, & Griffin, 2006). In the present study, we investigate the different effects of the explorative and exploitative alliances on the product and process innovations, thus offering an additional perspective on managing different types of innovation.…”

Strategy Analysis of the Biggest World Supermarkets With Open Capital and Which Act in the Brazilian Market

“…About innovation strategies of retail industry, the research of Hauser, Tellis, and Griffin (2006) shows that measures of innovation performance, including new products, new processes and modifications can result in best practices, developing a competitive strategy. In the view of Woodside, Ko, and Huan (2012), the current competitive landscape which retail companies are entered requires an extreme emphasis on price, quality and customer satisfaction, demanding a greater recognition of innovation as a strategic competence.…”

Editorial—It’s the Findings, Stupid, Not the Assumptions

“…Of course, there are many recent uses of sensitivity analysis for this purpose (e.g., Sriram et al 2006, Ho et al 2006, Lewis et al 2006, Naik 2005, Chintagunta 2005, Mitra and Golder 2006. Mazzeo (2006) (Hauser et al 2006). However, they cite research using output measures for evaluation.…”